Woolworths New Zealand is redefining the liquor experience with a fresh take on a popular category: beer.
Hailing from the UK, Jamie Matthewson, General Manager for Impulse, Grocery & Liquor at Woolworths NZ, outlined how the retailer has been blending tradition, innovation, and more brilliant store design to serve evolving Kiwi tastes.
He said that beer aficionados may have already noticed changes across stores, with chilled availability improved, and shelving layouts reworked to make browsing more straightforward and engaging.
With only a handful of Countdown stores left to be converted to Woolworths, the transformation of stores has been as much about culture as it has been about branding.
Each Woolworths store has its own licensing requirements, but one principle now applies across the board: no alcohol can face the entrance. Therefore, zero-alcohol products have taken pride of place, a reflection of one of the fastest-growing drink segments in New Zealand, which has surged 24 percent year-on-year at Woolworths.
“Alcohol-free isn’t just a trend anymore; it’s a ritual,” said Matthewson.
“Brewers are now ‘selling the sizzle,’ focusing on the experience rather than the ABV.”
From craft-inspired zero beers to non-alcoholic bubbles, consumers have embraced moderation and new experiences while expecting the same level of craftsmanship.
Matthewson added that advances in hopping techniques and packaging design meant that zero-alcohol options are no longer second-best; they’re premium, well-crafted and often indistinguishable from their full-strength counterparts.
He also touched on the concept of “zebra drinking”, the modern balance of alternating between alcoholic and non-alcoholic options within the same occasion, reflecting a more mindful, flexible approach to social drinking.
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